Postgraduate Course: Marketing And Society (CMSE11115)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | This course aims to introduce students to a variety of applications of nonprofit marketing. It will consider how commercial marketing concepts can be applied to nonprofit organisations, in contexts such as nonprofit marketing and fundraising, political marketing and social marketing. The course also aims to consider the dark side of marketing through an examination of issues such as overconsumption and materialism, commercialisation of festivals, commercialisation of life, and the McDonaldisation of society. By the end of the course, students should be engendered with a critical understanding of the applications of marketing and have an appreciation of marketers' responsibilities to organisations and to society. |
| Course description |
Marketing and Society builds upon marketing theories and concepts introduced in the core courses for MSc Marketing and MSc Marketing & Business Analysis and applies them in a variety of nonprofit contexts. Through studying the nonprofit applications of marketing, students will gain an added awareness of the role of marketing in society but also consider more critically the potential dark sides of marketing. These undesirable consequences of marketing are studied through considering their impact on consumers and society.
Syllabus
Introduction and course overview
Social marketing
Charities marketing
Political marketing
Dark side of marketing: consumer culture
Commercialisation of life-childhood
Commercialisation of life-adulthood
Commercialisation of festivals
McDonaldisation of Society
Student Learning Experience
Students will
* participate in lectures where they will be introduced to key ideas and concepts relevant to the study of marketing and society;
* participate in discussion both inside and outside of the classroom;
* undertake assigned individual and group exercises and independent study tasks that reflect concepts discussed in class;
* engage in assessed individual work relevant to the study of non profit marketing;
* assimilate knowledge through independent reading and research;
* learn to access material relevant to the course;
* undertake critical reflection on their own learning.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | Students MUST also take:
Principles of Marketing Management (CMSE11110)
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| Prohibited Combinations | |
Other requirements | For Business School PG students only, or by special permission of the School. Please contact the course secretary. |
Information for Visiting Students
| Pre-requisites | None |
| High Demand Course? |
Yes |
Course Delivery Information
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| Academic year 2015/16, Available to all students (SV1)
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Quota: None |
| Course Start |
Semester 2 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
150
(
Lecture Hours 20,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
125 )
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| Assessment (Further Info) |
Written Exam
70 %,
Coursework
30 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
Course performance will be assessed by means of a continuous assessment project and by a degree examination. It should be noted that all sessions are potentially examinable in the degree examination. Overall assessment will be based upon:
Individual report 30%
Degree examination 70%
TOTAL 100% |
| Feedback |
All students will be given at least one formative feedback or feedforward event for every course they undertake, provided during the semester in which the course is taken and in time to be useful in the completion of summative work on the course. Such feedback may be at course or programme level, but must include input of relevance to each course in the latter case.
Feedback on formative assessed work will be provided within 15 working days of submission, or in time to be of use in subsequent assessments within the course, whichever is sooner. Summative marks will be returned on a published timetable, which has been made clear to students at the start of the academic year.
Students will gain feedback on their understanding of the material when they discuss their answers to the independent study tasks in seminars.
The feedback consists of:
- ongoing feedback during seminars through the completion of in-class exercises
- feedback on the various independant study tasks, respectively
- feedback forms provided for the individual report
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| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
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| Main Exam Diet S2 (April/May) | Marketing and Society | 2:00 | |
Learning Outcomes
On completion of this course, the student will be able to:
- Understand and critically discuss the distinctions between nonprofit and commercial applications of marketing.
- Understand and critically discuss the different applications of marketing theories and concepts ¿ including nonprofit, charities, social, and political marketing.
- Discuss and critically evaluate the positive contributions and negative consequences of marketing on society.
- Apply marketing theories and concepts to a variety of nonprofit marketing concepts.
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Reading List
| Readings will be advised prior to each lecture. |
Additional Information
| Graduate Attributes and Skills |
Cognitive Skills
After completing this course, students will develop such skills as:
* The ability to apply marketing theories and concepts to a variety of nonprofit marketing concepts;
* The ability to discuss and evaluate the roles and responsibilities of marketing in society;
* The ability to critically appraise the relevant issues in social and responsible marketing in both academic and practitioner literature.
Subject Specific Skills
After completing this course, students should be able to:
* Apply theoretical and analytical frameworks to real world marketing problems and cases and reflect on their own behaviour and experiences as consumers;
* Have a sensitivity to the problems and challenges in both commercial and nonprofit marketing;
* Source credible information, critically evaluate evidence and communicate these ideas both orally and in written format.
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| Keywords | Mark-M&Soc |
Contacts
| Course organiser | Miss Mary Ho
Tel: (0131 6)50 8347
Email: |
Course secretary | Miss Ashley Harper
Tel: (0131 6)51 5671
Email: |
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